A self-publishing business has determined that their highest-value potential customers reach out using a form on their website. They want more prospective customers to submit this form. What’s the right campaign objective for this business’s goals?

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Lata Bala

Multiple choice question showing 'Leads' as the correct Google Ads campaign objective for form submission.

If you’re studying for the Google Ads Search Certification exam, here’s a very important concept you’ll definitely see. A few days ago, I took this test and successfully passed it with a 98% score. That’s why, I have explained this question for Google Ads Search Certification, and why it’s correct and other options are incorrect. Let’s begin.

Question:

A self-publishing business has determined that their highest-value potential customers reach out using a form on their website. They want more prospective customers to submit this form. What’s the right campaign objective for this business’s goals?

  • Product and brand consideration
  • Leads
  • Brand awareness and reach
  • Website traffic

Here is a correct answer: ✅ Leads

If the goal is to get people to fill out a form, then the best campaign type is definitely:

👉 Leads

If you are interested, you can take the exam on Google Ads Search Certification.

✅ Why “Leads” Is the Right Choice:

The business wants people to fill out a form on their website.
This form helps them get in touch with potential customers — also called leads.

When you choose the Leads objective in Google Ads, you’re telling Google:

“I want people who are ready to take action — like filling out a form, calling me, or signing up.”

So if the goal is to get more people to contact you or ask about your service, the Leads goal is perfect.

❌ Why the Other Answers Are Wrong:

Option❌ Why It’s Not Right
Product and brand considerationThis is just to get people to think about your product, not take action.
Brand awareness and reachThis shows your ad to as many people as possible, but it’s not focused on getting clicks or signups.
Website trafficThis goal brings people to your site, but it doesn’t ask Google to find people who will fill out the form.

Real-Life Example:

Let’s say you run a self-publishing service and your website has a form that says:

“Want help publishing your book? Fill this form for a free consultation.”

You don’t just want people to visit your site…
You want them to fill out that form — so you can follow up.

That means you need to choose the Leads objective.

Learn More (Helpful Links):

FAQs

Q1: What is a lead?

A lead is someone who shows they’re interested in your business — like when they fill out a form, send a message, or call you.

Q2: Can I use “Website traffic” instead?

You can — but that just gets you visitors, not action.
If you want form submissions, go with Leads.

Q3: Does Google find better customers with the “Leads” goal?

Yes! Google uses its smart tools to show your ad to people who are more likely to fill out your form or take action.

Q4: Is this good for small businesses?

Absolutely! If you want more calls, form signups, or consultation requests, the Leads campaign is one of the best options.

Conclusion

If your goal is to get people to fill out a contact form, then the best campaign objective is:

👉 ✅ Leads

It tells Google to find people who are ready to take action, not just scroll or browse.

Finally, I will say that if you are ready, then you can take the Google Skillshop test for the Google Ads Search Certification Exam. If you want more questions about the Google Ads Search Certification Exam, keep following.

Looking for more questions and walkthroughs? Keep following!